The Agencies Don't Get It

There's a report in AdWeek that confirms what I hear over and over again from all sides: agencies - particularly, but not exclusively, ad agencies - simply don't understand social media, don't see the differences between new and traditional media, and are clueless how to use social media properly.

The report cites a new study of marketers done by TNS Media Intelligence/Cymphony, which reaches the conclusion that agencies, by and large, don't get it.

Clients complained that their agencies -- creative, media, public relations, design and others -- typically treat social channels like blogs as traditional media. In other cases, their ideas are not backed up by practical skills in the area. What's more, one client pointed out that his agencies have little of their own experience using social networks or video-sharing sites for themselves.

That's the same sentiment I heard expressed yesterday by the panelists at the NY:MIEG discussion of broadband video. Asked whether producers/distributors were trying to reach ad agencies, the panelists said, in essence, yes but - the "but" being that most agencies still don't get it. They have a different set of priorities, a different media model, and they're having a lot of trouble working out how social media and broadband fit into their revenue models.

I know there are some agencies that are making a strong effort to learn more. Some of the PR agencies I've dealt with, such as Edelman, are really trying to educate their clients. The trouble is, according to this report and the anecdotal evidence I hear daily, the clients are complaining that they are having a problem educating their agencies. I'm not sure there's an easy solution.